2. Brand
Building:
One 2 One
It’s Not Mad Men Anymore
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#USTG3M
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3. The Agenda
• Who’s On First
• Let’s Define Marketing
• Fire All The Brand Managers
• What Do We Mean By One 2 One
• Kings And Queens
• Story Building Vs. Story Telling
• ZMOT
• It’s Complicated – Two Case Studies and TESCO SK
• An Explosion
• The New Reality Of Brand Building
4. Who’s on First – A Marketing Parody
Do these guys remind you of how your marketing team creates a Brand Building campaign?
http://youtu.be/sShMA85pv8M
6. Let’s Define Marketing
Back in the day, it was said that if you
asked ten economists a question, you
got ten opinions.
Today, if you ask ten marketers a
question, you get 20 opinions
Take a minute to write down your
http://bit.ly/HHbZZs
definition of marketing.
(Not easy, is it?)
Then go to the next slide and see ours
(Don’t peek)
8. Fire All the Brand Managers
They Focus On
The BRAND
Wider Focus Brand Building
• The Marketplace (And Re-
• Competition building)
• Consumers Requires A
• Customers WIDER FOCUS
9. Brand Building
Mass Media PR One 2 One
• Reach • Short lived • Dynamic
• Frequency • Tight focus • Two way
• Static • Event driven • Flexible
• One way • Amplification
• Linear
10. One 2 One – What Do We Mean
Overlooked Word Of Mouth
It’s About • Wasn’t Sexy On Steroids
Connections And • High CPM – • Driven By Technology
Engagement Direct Mail • Fueled By Data
• Misunderstood Impact • Accelerated By Knowledge
• Actionable And Responsive
11. Takeaway #2
Brand Building One Size, One One Channel
Is Not One Message Does Is Never The
Dimensional Not Fit All Answer
13. Takeaway #3 – Kings and Queens
• Data Is KING • Content Is QUEEN
• Brand Building Initiatives Will • The Message Is Critical
Not Succeed Without – Not Product Focused
Marketplace Knowledge – Not Service Focused
– Consumers – Customer Focused
– Competition • Segmentation Creates
• Data That Is Relevant Messages
– Knowledge Based – Up Close And Personal
– Insightful – Specific Triggers That
– Actionable Influence The Next Sale
– Timely
14. Story Building Vs. Story Telling
Do It In
Cyberspace
New Paradigm In 140
In Brand Characters
Traditionally, Marketers Building Or Less
Were The Story Tellers
• Build
The Story
15. ZMOT – Takeaway #5
• Old Media
– The STIMULUS
– The Genesis Of Brand Building
• MOT - A P&G Concept
– Fmot
– Smot
• ZMOT – A Google Concept
– Zero Moment Of Truth
– Critical New Concept
– First Step Of Engagement
• New Media
– The Buying Decision Journey Has Changed Remember the
– What Once Was A Message Is Now A Conversation G3M Definition of
– Word Of Mouth Is Stronger Than Ever And It’s Digital Marketing.
17. Brand Building Example
Initiative
• Create A New Database Driven Marketing Model That Takes
Advantage Of Near-time Technology
• Use “Triggers” To Initiate Engagement And Drive Organic Growth
Opportunity
• Expand Market Penetration And Market Share
18. Brand Building Example
• Brand Building Challenges – Questions, Questions, Questions
– What Is “The Market?” Can We Expand The Market?
– Who/What Is The Competition?
– How Do We Describe The Product? What Does It Do?
– How Does Our Product Compare To Competition?
– How/Why Is It Better?
– What Do We Name It?
– How Do We Price It?
– How Do We Take It To Market?
– Who Are Potential Customers? How Do We Reach Them?
19. Brand Building Example
Retail Supermarket Chain
Background
• #2 In Market
• Fewer Stores Than #1
Challenge
• Increase Business
• Protect Margin
• Don’t Add Stores
20. Brand Building – TESCO QR Code Subway Store
http://youtu.be/h7HnR02kJxY
21. It’s Complicated
The Story
Multiple
• Multiple Ways To
Channels Build It
• All Play A Role In • Every Channel Is A
Building The Brand New Delivery
Channel
• Easy To Screw Up • Mass
• Blend Old And New • Direct
Media Channels • Social
• Mobile
22. The Explosion of One 2 One - Social Media Revolution 2011
http://youtu.be/3SuNx0UrnEo
23. Dangerous Curves Ahead – Takeaway #6
The New Reality of Brand Building
Brand Building Is Not Easy
Understanding The Brand’s Challenges
Is The Critical First Step
Marketplace
Customers
Competition
Building The Story For Multiple Channels
Influencing The First Of Many Sales
Being Relevant And Immediate
24. One 2 One Pop Quiz
Pull Out
Your Cell
Phones
Text
POPQZ
To 96362
Open Take
Link Quiz
